Exercise is a tonic that can do everything from giving you more energy to helping your sex and bathroom life, according to a new campaign from Zulu Alpha Kilo for ParticipAction.
ParticipAction is a non-profit organization that helps Canadians move more, and it has just launched a new national campaign to show Canadians all the things in daily life that improve when you get active. This is part of a long-term movement to help shift attitudes and perceptions beyond the traditional benefits of physical activity, such as weight loss.
According to the organization’s research, approximately 87% of Canadians agree they need to be more physically active. But over half of Canadians say that the daily grind gets in the way. It seems many try to check off the boxes of daily life first, and then look to add activity.
“We needed to flip the equation,” said Elio Antunes, president and chief executive of ParticipAction. “We knew we had a chance to show Canadians that if they incorporated physical activity into their day, so many aspects of their life could improve.”
In a recent ParticipAction survey, Canadians ranked their energy level, quality of sleep and stress management as top aspects of their life they would want to improve if they had the chance. The new platform allows the company to showcase to Canadians how physical activity can help them improve all aspects of their lives – from thinking, mood and relationships to sleeping, ageing and even sex.
The national campaign includes digital and TV ads, billboards, transit shelters, social media content, and radio. Each TV spot opens up on a colorful scene with an average Canadian doing a physical activity such as swimming, dancing, judo and hacky sack. The spots then go on to show those same people experiencing how physical activity has made an aspect of their life ‘better’ - showcasing them happily sleeping, unwinding in a bath, bonding with a partner over pottery making or enjoying their time in a bathroom stall.
The campaign also features a billboard stating 'Poop Better' in large type, with other headlines like 'Think Better', 'Love Better' and 'Unwind Better' to showcase the range of ‘betters’ one can achieve with physical activity.
“We wanted to bring a fresh approach to communication around physical activity to refresh the image and message of ParticipAction,” said Zak Mroueh, chief creative officer and founder of Zulu Alpha Kilo. “We had an opportunity to bring more meaning to the lives of Canadians by showing big, bold unexpected visuals rather than the traditional visuals usually shown in relation to being physically active.”
Messaging also includes practical tips and information, with further initiatives including a digital engagement tool, and in the spring of 2019, a community challenge that will encourage Canadians to become more active together. The national campaign will run until March 2019 and was developed in partnership with Cossette Media.
See the videos and examples of the work by clicking the Creative Works box below.
: 'Everything Gets Better'
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Creative Directors: Catherine Allen, Ian Simpson (OOH, TV), Jon Webber (website)
Associate Creative Director: Marcelo
Art Director: Manali Kulkarni (OOH, TV)
Writer: Dylan Verway (OOH
Design Director: Ryan Booth
Designer: Ryan Booth, Gala Tanaskovic, Array of Stars (AOS) (website), Kyle Winsor (website)
Clients: Rebecca Jones, Alison Carruthers, Shauna Pichosky, Phillip Hatcher
Agency Producer: Ola Stodulska, Kevin
Account Team: Robyn Morrissey, Lauren Boultwood
Strategic Planner: Heather Segal
Director of Innovation: Sean Bell
Media Agency: Cossette
Media Agency Planner: Jenny Martin, Mary Lampasona, Urooj Fatima, Erica Goldfarb
Production House: Westside Studio
Director: Matt Barnes
Production House Producer: Scott Houghton (Executive Producer) / Adam McCloy (Line Producer)
Director of Photography: Barry Parrell
Casting Director: Shasta Lutz
Video Post Facility / Editing Company: Zulubot
Editor: Max Lawlor
Post FX Facility: Alter Ego
Animation: Ian Flaig
Colourist/Transfer: Conor Fisher
Producer: Katie Methot
Audio Post Facility/Music House: Cylinder Sound and Film
Audio Director: Chris Waugh
Producer: Chris Waugh & Brad Nelson
Engineer: Ryan Haslett
Casting: Rebecca Whitby
Studio Artist: Anna Harju, Brandon Dyson, Greg Heptinstall, Ashleigh O’Brien
Website Production House/Developer: Array of Stars (AOS)
Website Animation: Array of Stars (AOS)
